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Marketing is not only much broader than selling, it is not specialized activity at all. Marketing encompasses the entire business. It is the whole business seen from the point of view of its final result, that is, from the customer point of view. (Drucker, 1959) Marketing is a way of doing business by satisfying customers’ needs better than competitors (Levitt, 1960) 20/04/201515Fauzan Asmara & Associates, Inc.

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Marketing is social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others (Kotler & Amstrong, 2001) Marketing is to establish, develop and commercialize long-term customer relationships, so that the objectives of the parties involved are met. This is done by a mutual exchange and keeping of promises (Gronroos, 1989) 20/04/201516Fauzan Asmara & Associates, Inc.

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The Traditional Image of the Firm and the Market VS the Complex Network Reality 20/04/201517Fauzan Asmara & Associates, Inc.

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The differences between someone actual conditions and their desired conditions; to become the driving forces behind all activities Fauzan Asmara & Associates, Inc.20/04/201526

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A measure of the desire that potential consumers have for a product and their ability and willingness to pay for it 20/04/201527Fauzan Asmara & Associates, Inc.

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What is a product? Product is anything that can be offered to a market that might satisfy a want or need 20/04/ Service is activity or benefit that one party can offer to another that is essentially intangible and does not result in the ownership of anything Fauzan Asmara & Associates, Inc.

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Establishing service performance standards Measuring performance again benchmarks Recognizing and rewarding exemplary behavior Maintaining enthusiasm for the customer at all times Establishing service performance standards Measuring performance again benchmarks Recognizing and rewarding exemplary behavior Maintaining enthusiasm for the customer at all times 20/04/201548Fauzan Asmara & Associates, Inc.

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SATISFACTION “ is the level of a person’s felt state resulting from comparing a product’s perceived performance in relation to the person’s expectation “ 20/04/201559Fauzan Asmara & Associates, Inc.

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THE LEVEL OF SATISFACTION BASIC EXPECTED DESIRED A M A Z I N G UNANTICIPATED SERVICE EXCELLENCE 20/04/

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TOTAL QUALITY MARKETING Quality must be perceived by customers Quality must be reflected in every company activity Quality requires total employee commitment Quality requires high-quality partner Quality can always be improved Quality improvement sometimes requires quantum leaps Quality is necessary but may not be sufficient A quality drive cannot save a poor product 6620/04/2015Fauzan Asmara & Associates, Inc.